Emphasise brand heritage: highlight BFGoodrich's rich legacy with more than 150 years of industry leadership and achievement, address regions where BFGoodrich is perceived as niche, and elevate its visibility amongst the target audience — all while showing off the innovative and exceptional new K03 tyre.

• Over 300 attendees from more than 15 different countries, across 8 waves — each guest able to experience a truly once-in-a-lifetime, full-day drive experience.
• Multi-language elements with carefully curated translation in 9 different languages.
• All accommodation and travel arranged with the Phoenix touch, including a custom and exclusive check-in experience for all guests — complete with full branding and guest management. Guest survey rating: 9.9/10.

A takeover of Sirromet Winery, with 3 custom-built 4x4 driving tracks giving guests a hands-on experience testing the K03's capabilities. All based out of a custom-built hub — a pop-up event space showcasing the history of BFGoodrich, fitted with state-of-the-art LEDs and specialised activations.

Each wave was also treated to a gourmet dining experience in the evening, sampling local wines and flavours alongside a number of entertainment options and an immersive treasure hunt.